iamamiwhoami is an electronic music and multimedia project headlined by Swedish singer-songwriter Jonna Lee. Videos released from the project’s YouTube channel have spread virally. The first clip was uploaded to YouTube on December 2009, and was forwarded to a number of music journalists and blogs.

The project consists of several series of music videos as well as a feature length concert video. The number series which were highly stylized teaser videos set the tone of the project, established several mysteries, and served to foreshadow the projects’ complete songs. The lette ...read more

iamamiwhoami is an electronic music and multimedia project headlined by Swedish singer-songwriter Jonna Lee. Videos released from the project’s YouTube channel have spread virally. The first clip was uploaded to YouTube on December 2009, and was forwarded to a number of music journalists and blogs.

The project consists of several series of music videos as well as a feature length concert video. The number series which were highly stylized teaser videos set the tone of the project, established several mysteries, and served to foreshadow the projects’ complete songs. The letter series is the equivalent of a studio album containing fully realised singles. The final set of videos, the date series, set up the webcast concert on November 16, 2010. In August 2011, iamamiwhoami played their first live show at the annual Way Out West Festival in Gothenburg, Sweden.

For the past two years iamamiwhoami has surprised, delighted and intrigued in equal measure. Beautiful and mysterious music videos began to appear online, both surreal and visually sumptuous. Speculation was rife as to who the artist in question might be whilst the videos generated millions of hits and created a huge online following. Over time the singer was discovered to be Jonna Lee, though little was known of her or her collaborators. Plaudits followed including a Swedish Grammy award for ‘Innovator of the Year’, plus nominations for two MTV online music awards in 2011 and the ‘Digital Genius Award’ this year. To date iamamiwhoami’s videos have accumulated more than 15,000,000 hits.

iamamiwhoami is notable not only for its artistic multimedia output, but also the creators’ leveraging of social technology (YouTube) and phenomena (viral videos, crowd-sourcing) to disseminate their music and music videos.

In 2012, iamamiwhoami was revealed to be signed to Cooperative Music, a group of independent labels. Cooperative Music Italy posted on Twitter that the group will be releasing their first audio-visual album, kin, on June 11, 2012.